Using Ad Extensions With Your PPC

Using Ad Extensions With Your PPC

Using Ad Extensions With Your PPC

Using Ad Extensions With Your PPC

Home > PPC

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Looking to bulk out your PPC ads to deliver more bang for your buck? 

Well, in that case, it’s time to level up with ad extensions, giving people more reason to choose your business.

I’m Sam, and today I’m going to look at what ad extension options are available, and how to use them to boost your PPC advertising, so stick around for this week’s Giant Wednesday.

What are ad extensions?

These are quite literally, extensions of your ad. 

They’re an opportunity to add additional information about your business to the main body of text within your ad.

These extensions, as I said, give people more reason to choose your business, resulting in higher click-through rates – nice!

So I bet you’d like to know…

What type of ad extension formats are there for Google Ads?

There are ten ad extensions you can use for your Google ads so plenty to choose from.

Some are manual, some are automated – meaning for some of them, you need to supply the data and information. And the others, Google’s smart lil’ robot will work out the details it needs itself.

In first place we have;

Sitelink extensions

These are additional links that sit under the main text of your ad in search, directing users to other pages of your website.

Second is, 

Callout extensions

These are 25-character snippets of text that help you call out your unique selling points. 

Up in third we have, 

Structured snippet extensions

These are the parts where you can zoom in on specific sneak-peaks of what’s going on behind that URL – letting your customers know what to expect and helping aid that conversion mindset.

In fourth, 

Call extensions

Easy to understand really, a great extension for putting your number directly in the ad to help generate calls. Enable call tracking in order to see how this extension is really performing!

Fifth place sees, 

Lead form extensions

Yep, a form for leads to fill out – enabling people to fill in a form in the SERPs to contact your business, rather than navigating to your site.

Innnnnn sixth, 

Location extensions

A fantastic extension for any brick and mortar business where you require the customer to come to you – this extension opens up your location in maps apps.

In heavens seven we see, 

Affiliate location extensions

You might use this if an affiliated location/store/business sells your product to help the accessibility of it, so really good for manufacturers.

Getting late with number eight, 

Price extensions

These give you an opportunity to present your pricing from the get-go, helping you get more conversion-based clicks through your ads now they have a sense of what you charge.

Time to dine with number nine, 

App extensions

If you’ve got an app, then you can add a direct link to your ad to help the user download the app, saving them time searching.

And finally, the wonderful, 

Promotion extensions

That’s right, use this extension to share promotions and discount codes you have available across your products and services, bribe those people onto your website!

 

All sounds awesome, handy and smart, right? But I bet you’re now wondering…

 

Does it cost to include ad extensions in PPC campaigns?

A great question with a simple answer, no. You’ll only be charged in the normal way of paying for PPC ads, when someone clicks on an element of your ad. 

You’re also safe if you’re worried about multiple site links for example because Google Ad charges no more than two clicks per impression for each ad and its extensions.

Are you sold yet? Well finally…

How do I add ad extensions to my ads?

Head on over to your campaign in Google Ads and on the left-hand side you’ll see a tab named Ads & extensions, give that a click!

Hit ‘extensions’ at the top, click the blue plus and choose your extension type.

You’ll then be asked to include all the relevant information for that extension.

Hit save, and voila.

Nice and easy.

 

So why not go give it a go, go jazz up your existing ads with relevant extensions.

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Google Smart Campaigns: Setting Up Easy Ads For Your Business

Google Smart Campaigns: Setting Up Easy Ads For Your Business

Google Smart Campaigns: Setting Up Easy Ads For Your Business

Google Smart Campaigns: Setting Up Easy Ads For Your Business

Home > PPC

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Do you want to drive traffic to your store and website? The answer is obviously… yes.

Do you want to try some paid advertising to do this, but don’t have the time to commit to the manual-ness of it all?

I’m Holly, and today I’m going to share with you, all you need to know about Google Ads Smart Campaigns, so stick around for this week’s Giant Wednesday.

 

When it comes to promoting your products and services online, especially as a small business wanting a better reach, you should look to run some Google Smart Campaign ads.

These are what they say on the tin, smart! Affordable and easy to set up advertising campaigns that help you achieve your business goals.

Google themselves says that “Smart campaigns help you highlight selling points of your business and attract customers.”

And the best part? They’re run through Google’s super smart automation, using machine learning,

Who doesn’t want that?

Smart campaigns are a type of PPC or pay per click marketing, meaning you can run affordable advertising to boost your business.

 

What’s the difference between smart campaigns and search campaigns?

Smart and search campaigns are similar types of PPC advertising, however, smart campaigns rely heavily on Google’s algorithms to perform, whereas Google Search Campaigns require more work from the advertiser themselves.

Hence why today we’re sharing why Smart Campaigns are great for those busy bee’s out there.

 

How To Set Up A Google Smart Campaign

Setting up a Google Smart Campaign is as easy as pie.

First, you need to set up a Google Ads account.

All new advertisers that sign up for an Ads account will have their default campaign type set as Smart campaigns too.

Once in, under the “all smart campaigns” tab, click the + New Campaign button at the top.

It’s then as simple as following the step-by-step instructions based on what you want your ad to do.

You create your ad, you choose the keywords you’d like to target, set a budget and voila, the Google machine gets to work.

 

What should I include in my smart campaign ad?

For your smart campaign ad, you should look to include:

  • A headline
  • A description of what you’re advertising
  • A link to your website
  • Your phone number
  • Your business address (if relevant)

What budget do you need for smart campaign ads?

When we run smart campaigns for clients, we recommend a starting budget of £150 a month which works out at £5 a day.

However, this can vary depending on what you’re promoting and the competitiveness of your industry.

 

Where will my smart campaign ads appear?

When customers search for businesses like yours, or products and services you sell, your ad will show in the search results.

Your ads will show across the likes of Google Search, Google Maps, YouTube, Gmail and Google partner websites.

What are the benefits of Google Smart Campaigns?

There are lots of benefits to running smart campaigns, such as:

  • They’re quick and easy to set up
  • You only pay when someone clicks your ad
  • You can attract more customers to your website or Google Maps listing (and therefore your store)
  • There’s minimal management needed because the robots have your best interests at heart
  • You get easy to understand, jargon-free reporting

 

So, fancy giving smart campaigns a go? We don’t blame you if you do!

Fast, easy, effective, budget-friendly and a great introduction to advertising your business across the largest search engine in the world.

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Smart Bidding in Google Ads Explained

Smart Bidding in Google Ads Explained

Google Ads Smart Bidding Explained

Google Ads Smart Bidding Explained

Home > PPC

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Does the idea of bidding put you off running the likes of Google Ads? 

Do you just wish someone or something could do all that hard work for you?

Well hey, I’m Anna, and if you want to hear what I have to say about Smart Bidding (*spoiler alert* you do), then stick around.

 

Let’s kick things off with an explanation, shall we?

 

What is smart bidding on Google Ads?

Great question! Smart Bidding is a set of automated bid strategies that essentially use machine learning to maximise on conversions!

So basically, the robots do it for you, saving you the stress of working it all out!

 

How does smart bidding work?

Google will take a look at the technical things such as historical search behaviour and contextual data.

It will then use this newfound knowledge to predict the likelihood of a conversion, based on your objective and budget, and increase your bids when it seems more likely.

You can set your smart bidding up to either:

  • Maximise conversions
  • Maximise conversion value
  • Target CPA
  • Or Target ROAS

Smart, right?

 

Why should I use smart bidding?

The benefits of using smart bidding can be narrowed down to:

  • It saves you time
  • It allows you to “set and forget” campaigns so you can get on with other things
  • It makes it more accessible to smaller businesses 
  • And, well, Google knows a lot more than you do (no offence)

The only negatives are that you know your business better than Google does, or at least I hope.

Therefore putting your efforts into manual bidding might guarantee better results for you if you have the time to be continually monitoring and optimising them.

So you should use smart bidding if time is something you don’t have much of, or if you just want some easy-to-run campaigns.

They’re great campaigns to have if you’re looking to build brand awareness, increase traffic or even increase conversions.

 

What smart bidding methods are there?

As I mentioned before, you can break your bidding methods down to objectives such as conversions, conversion value, target CPA and ROAS. Let’s explore these.

Maximising Conversions

  • this method will try to get the most amount of conversions for you regardless of their value. This a great option for things like list-building for email marketing, or downloads.

Maximise Conversion Value

  • this method will do what it says on the tin, it will maximise conversion based on the value of each conversion.

Target CPA

  • this method will try to get you as many conversions according to a target cost per acquisition that you’ve set.
    For example, if every person signing up for your pottery workshop has a value of £200, you might be willing to spend up to £20 in order to acquire that sign-up.

Target ROAS

  • this method will try to optimise the bidding based on how much that person is likely to spend based on a whole host of different data.

 

Google Ads smart bidding is a really nice way of getting some adverts up and running in the digital sphere without consuming too much of your time.

Safe in the knowledge that Google is handing your budgets and doing what it thinks is best.

That is, until the machines try and take over the world… 

Get in touch if you have any questions!

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Google Display Network Explained

Google Display Network Explained

Google Display Network Explained

Google Display Network Explained

Home > PPC

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Have you ever been followed around the internet by an ad for the pair of shoes you really want but convinced yourself you can’t treat yourself to this side of payday… 

It’s equal parts glorious and… annoying, right?

Well, that’s more than likely an ad that displays on the Google Display Network!

So hey, I’m Max, and if you want to understand how to run ads like this, or know a bit more about the network, then stick around for this week’s Giant Wednesday.

 

Pay Per Click, or PPC ads, whether they’re in the search or display format, can help you appear in all stages of the marketing funnel to your target audience.

It makes them pretty versatile in your digital marketing strategy.

And through the Google Display Network, your ads can reach up to 90% of internet users through things like websites, videos and apps.

It’s one of the best ways to help your ads achieve their full potential, designed to help your display adverts reach your target audience wherever they might be in the digital sphere.

The Google Display Network is made up of over two million sites and as I said, has the potential to reach almost all internet users.

That can sound quite overwhelming, how can you set up ads for that many potential placements, or even have control on that kind of mass?

Thankfully, it can be pretty controlled and you have the power to decide when and where your ads might place.

You can do this by optimising your campaign’s settings through the three main ad group targeting options; audience targeting, automated targeting and contextual targeting.

Let’s explore those further, shall we?

 

Contextual targeting uses keywords or topics that you have selected as a way to match your display ads to relevant sites.

Keywords are typically individual words, whilst a topic is more of a concept or a central theme.

Once you’ve added these into the ad groups in your Display Network campaigns, Google’s algorithm will then analyse the content of each web page or URL that falls under its network.

This is where text, language, link structure and page structure are taken into account before your ad is placed on a site that matches the content keywords or topics you’ve selected.  

So if you only wanted your ad with a sale on that particular shoe to appear on fashion retailer sites when you know you’re the only one with a sale on that item right now, you can make that happen by setting the context for placement!

Clever, right?

 

Audience targeting, however, offers more details when it comes to targeting.

You can reach audiences based on their interests and habits, the demographics they fall under, what they’ve been researching or how they’ve interacted with your brand. 

These audiences allow you to reach new customers while options like customer match using your CRM data or remarketing help you to reach existing customers.

Once you’ve put together these audiences, the Google Display Network chooses your ad placements based on what videos, apps and sites your customers are spending their time on.

I mean, is there any better digital real estate than right in front of potential customers?

Or, alternatively, you could opt for automated targeting.

This type of targeting removes most of the input required from you and instead focuses on getting more conversions by finding audiences based on your existing audiences and landing page.

This targeting optimises itself, which is useful, as Google Ads learns more about which audience performs best with your adverts.

Automated bidding can then use the millions of signals it registers per auction to find the user who is most likely to convert

Not all ads work with every ad placement available, however, the Google Display Network allows you to exclude any sites, videos, content types or topics that aren’t a good fit for your brand.

If you tend to stick to search ads as opposed to display ads, and are pretty familiar with Google’s Search Network, you might be wondering whether display ads are right for you?

Well, whilst the Search Network is great for reaching users who are already looking for your products or services, the Display Network is ideal for helping you catch the attention of someone who might be a bit earlier in the marketing funnel and hasn’t reached the research stage yet.

For example, they have a recent interest in garden renovation, and you could use audience targeting to show clever display ads about your sale on garden fences before they’d even thought about replacing or updating them.

 

The display network is also great for reminding users of what they’ve previously expressed an interest in by using remarketing ads to target people who’ve visited your site or interacted with a product in a certain way.

For example, the shoes I mentioned at the beginning… they’re just trying to remind us of how much we wanted them because we took them in and out of our basket a few times…

Anyway, that was a breakdown of how the ads in the Google Display Network and its targeting options work so go forth and spice up your advertising.

Oh, and treat yourself to that pair of shoes…

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Why Your Digital Marketing Strategy Should Be An Integrated One

Why Your Digital Marketing Strategy Should Be An Integrated One

The Benefits Of An Integrated & Holistic Marketing Strategy

The Benefits Of An Integrated & Holistic Marketing Strategy

Home > PPC

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

What do you call a marketeer with lots of different marketing strategies all on the go at once?

I don’t know Danny, What do you call a marketeer with lots of different marketing strategies all on the go at once??

Stressed the fuck out.

It’s time to take those separate marketing plans, and integrate them! Wanna find out more, stick around for this week’s Giant Wednesday.

There was a time as a marketeer where running an advert meant an upbeat jingle on the radio, a half-page spread in the local rag or a CTA packed 30 seconds on TV but my how times have changed, and with the domination of digital channels taking over our lives, ensuring your digital strategy, ties up with your….. ‘Non’ digital strategy, is key.

The act of digital marketing is to ‘‘Achieving marketing objectives through applying digital technologies and media.’ obvious enough right, and can consist of Company websites, Mobile apps, Social media company pages, Search Engines, Advertising, Email and automation Or even digital Partnerships with other digital companies

However, to be truly successful, digital strategies must be integrated with traditional forms of marketing to create a  ‘multichannel marketing strategy’ ouuuuuu..

A report from last year found that nearly half of companies don’t have a clearly defined digital marketing strategy let alone integrating it into the overall marketing strategy. 

About 12% are still using a separate digital document, which is still very much only the first step in the fully integrated journey.

From my experience, one of the barriers to starting a digital strategy is just where to start. You don’t have to re-create war and peace. A simple 2-3 page document, highlighting the channels at your disposal whilst following the following:

  1. See – How can people see and come across my brand
  2. Think – Helping them answer questions and think about your product
  3. Do – The act of converting or convincing them to purchase
  4. Care- the aftercare to provide brand ambassadors and promote word of mouth.

I’ll assume you have an awesome digital marketing strategy in place… The next step. Is making it one holistic strategy.

But I hear you saying.. Danny, what’s the point!?

Thanks for asking, and that’s exactly the point of this video, lets go through 5 reasons why a holistic marketing strategy might be a better way to go and what could happen if you don’t.

  1. Consistency of message

If your integrated marketing strategy achieves nothing more than delivering one clear consistent message then it will still have been successful.

Why? Because as soon as your business’s message becomes blurred, unfocused, or inconsistent, you begin to lose your audience.

The importance of delivering one message consistently cannot be overstated! 

And sometimes, when we have a digital strategy and an offline strategy, this message can become blurred. 

Not only will your message always be the same, but the elements of your brand will also line up more seamlessly.

When your style guides, logos, headers, content, and voice are all working in tandem, you’re able to maximise your impact and carve out your own lane within your niche or industry.

 

  1. You become disintegrated 

It’s all too common for digital marketing activities to be completed in silos whether that’s a specialist digital marketer, sitting in IT, or a separate digital agency.

It’s easier that way to package ‘digital’ into a convenient chunk. But of course, it’s less effective.

Everyone agrees that digital media work best when integrated with traditional media and response channels.

If I see a TV advert… I might Google it in a few days.

If a flyer comes through my door, maybe I can’t remember the business name 2 weeks later, but if I remember the offer, maybe Google can help me?

 

  1. You’re wasting money and time through duplication

Even if you are the biggest business in the world, you may be wasting your resources by managing your digital and standard marketing strategies separately.

Doubling up on efforts, tools and software that can otherwise be reinvested elsewhere.

Think of it this way, it’s the difference between designing two visual campaigns instead of one integrated campaign.

A well-oiled strategy will save your business money in a number of areas.

Naturally, having a single message helps you conserve resources and reduce waste. 

You shouldn’t be creating or modifying your message each time you communicate with your customers. Instead, reduce time spent creating, and instead, maximise how you can optimise the message across all your channels.

 

  1. To Create a Consumer Experience

In a digital world, people aren’t just looking for their next new favourite product or service.

Customers want an immersive experience that is delivered on their own terms. In other words, your customers might not want direct mail or TV ad campaigns.

With an integrated marketing strategy, customers help determine how your business’s message is delivered – producing better results for your company.

For example: Being served an advert on social media for a new clothing range needs reinforcing in the real world. instore, on billboards, through famous influencers. Imagine getting to the store to find out it was an online offer only! arghhhh!

 

  1. To Focus on Results

Not only does integrated marketing reinforce the same message in the minds of your consumers, but it also keeps the message and goal crystal clear within your own business or organisation.

When all parties are working in sync, that is when you’re able to create truly impactful campaigns; and the better you’re able to communicate the same message both externally and internally, the greater your return on investment will be.

So perhaps it’s time to make digital marketing, just marketing again, and to tie up all those loose ends in one holistic marketing strategy that drives clarity for your business and its customers.

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How Remarketing Ads Work & How To Set Them Up

How Remarketing Ads Work & How To Set Them Up

How Remarketing Ads Work & How To Set Them Up

How Remarketing Ads Work & How To Set Them Up

Home > PPC

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Ever heard of window shopping?

No, not that kind of window shopping…

I mean when someone visits a certain product page on your site, but they leave without making a purchase. What gives!?

Well, not to worry, using the powers of remarketing we can remind them of what they’re missing out on with some clever targeted marketing.

So let’s delve deeper into how we make this happen, and why you should use it in this week’s episode of GIANT Wednesday.

 

Hi, I’m Ant from Sleeping Giant Media and I’m here today to talk to you about remarketing! What it is, why you should use it, and how to get going.

If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week! 

So, remarketing, I’ve already given a bit of a teaser of what it is, but let’s go into a little more detail…

What is remarketing and retargeting?

Remarketing, or retargeting, is a marketing technique that allows you to target adverts back at people who’ve already visited or taken specific actions on your website.

Remarketing campaigns can help you to move customers further down your marketing funnel, from awareness and consideration, down to conversion or whatever it is you’d like them to do.

So how does remarketing and retargeting work?

In whatever way a user finds your website, whether that’s through search engines, social media or paid advertising, they’ll be captured by a pixel. 

But wait, what’s a marketing pixel?

Well, this is the technical part, this is the part of the process that uses a javascript tag called a pixel that’s implemented across every page of your website.

This pixel places a cookie in the user’s browser when they click “allow cookies”, and this then feeds back important information about the users’ behaviour on your website, app or social media profile.

Pixels are nice and easy to set up, we’ll link a blog in the comments that help you explain the different ones, and setting them up can be done by yourself, or a developer.

This information collected from the pixel gives you and the tools you use, a better understanding of how your customers navigate your store or site, and what pages or products customers convert from the most.

The whole time the pixel is set up and running, it’ll track customer behaviour that you can then turn into audiences based on unique shopping or navigation habits or actions.

You can then use these audiences to get super smart with your adverts.

Depending on your audience, and where you want to advertise, you can set these ads up to run through Google and its Display Network – so your ads would appear on other websites and apps.

Or you could set them up on things like Facebook which would mean your audience see the ads when scrolling through their social media channels.

 

Ok cool, so now how do we set up retargeting ads?

After you (or your dev) have done all the legwork setting up your pixel, you need to build out customer audiences based on people, or groups of people, you’d like to target.

For example, you could build audiences of people who: 

  • Added items to their basket but didn’t checkout
  • People who looked at various items of the same colour
  • People who visited multiple pages relating to the same brand
  • People who visited your blogs and then looked at your service/product pages
  • And people who prefer the Star Wars prequels (okay I’m joking about that last one)

The possibilities are endless. Just make sure you’re setting up audiences you actually think would be useful to remarket to!

Your remarketing ads will only be served to users who engaged with, or searched for previous pages or products which means you can get really personal with the ad copy and imagery you use to drive them back to you.

So, with that in mind, make sure to tailor your message to appeal to people based on their previous actions that landed them in that audience group to begin with.

For example…

You are running an online candle store and the spiced pumpkin scented candle has started to sell really well during the build-up to Autumn because… well, it smells like spiced pumpkin 

Due to its success, you’ve chosen to retarget anyone who may have previously visited that page on your site, but didn’t convert, or maybe those who put the candle in the basket, but abandoned it. 

Remarketing to these people with a tailored ad means you can get super specific to the interests of that specific product.

You know they’re interested in that candle in particular in some way, so why not offer them a promotional code to discount their shop or delivery fees?

This will help an already engaged audience to convert. Now if only you could make the ads spiced pumpkin scented…

Setting these audiences up to start collecting data will be slightly different across the likes of social media platforms and search engines, but the general gist is the same, and if you have any questions then pop them in the comments. 

So, that’s the what and the how… now, the why? 

Why should you use remarketing ads?

Well, the biggest advantage that remarketing gives you, is the options and the opportunities!

You can create almost any custom audience you want for any page or action on your website.

In a physical world, it’s the equivalent of watching someone ‘umm’ and ‘arrrr’ about a product in the shop, pick it up a few times and then put it down because they’re not 100% ready to buy it yet.

But then giving you the opportunity to quickly flag them down in the high street and give them an offer, or remind them the next time they’re in town that you exist and you’ve got the goods.

And even better than that, is this isn’t just beneficial to those with an online store and easily purchasable product, it’s for every industry, all avenues of business.

You’ve just got to work out if you want to re-engage an already interested audience in your product and services. And why wouldn’t you?

So, that was the what, why and how of remarketing and retargeting, and hopefully has inspired you to consider some new ways to reach an already engaged audience of your own.

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